ATLANTA: Porsche plans to broaden its media relations reach, in support of a new campaign that positions its sports cars as engineered for not only performance, but everyday use.

The multimedia campaign, called “Engineered for Magic. Everyday”, features the cars – particularly the Porsche 911 – through the lens of daily driving, such as a parent picking up kids at school and a man running an errand to a home improvement store.

The media relations campaign includes targeted loans to automotive and business reporters with the goal of “broadening our message about our sports cars, which is something we've never really done. We've historically focused on performance,” says Tony Fouladpour, business communications manager for Porsche Cars North America. “There would be a wider range of publications, news outlets, and even online publications that would be interested in a story like this.”

The hub of the integrated campaign is a consumer-generated Web site, where owners can share their everyday stories. To jump start the site, in February Porsche sent 200 Flip video cameras to select owners asking them to contribute videos.

Porsche is now inviting all owners to post stories, photos, and videos, through its social media channels. The automaker is working with Brandware PR on its social media outreach, primarily for its Facebook page and Twitter feed.

Through the Web site, Fouladpour says Porsche will be able to connect reporters with owners who have contributed everyday stories.

In partnership with the Reelz channel, Porsche also plans to invite amateur filmmakers to submit films that demonstrate “daily magic.” Ten filmmakers will be selected to experience a Porsche and make a film about the experience. The winning submission will be shown in cinemas across the country, and on the Reelz channel.